By now, you know how important mobile marketing is to your business. But maybe you’re overwhelmed by how to build a database of consumers that want to hear from you. The good news is, you don’t have to be! First, let’s look at why mobile messaging is such a big deal anyways? Because, subscribers pay attention to text messages:
- 98% of text messages are opened and responded to in under 90 seconds1
- The average person looks at their phone 80x per day2
- 75% of consumers prefer to receive offers via text3
- As marketers realize this, they are sending more time-sensitive offers via SMS and MMS
To make things easier on you, we’ve compiled a four-step plan for building a mobile marketing database.
First, Be Compliant in Your Messaging Campaigns
It’s important that your messaging campaigns follow basic industry rules and regulations. Here are a few things to keep in mind in order to stay compliant:
- Make sure you receive consent from a consumer before you add them to your opt-in list.
- Subscribers need to be able to opt out at any time.
- Let the subscriber know that standard data and messaging rates may apply and how to opt out or get more information.
Create a Strong Offer to Build Your Opt-in List
Having a strong initial offer is perhaps the single most effective way to attract interest and get new customers to opt-in to your mobile campaigns. The best offers have these elements:
- A strong and clear benefit. Make sure that people understand just what they’ll be getting in exchange for opting in.
- A sense of timeliness. The Fear of Missing Out is real and people respond to offers if they feel an incentive to act immediately.
- Mobile exclusivity. Giving your customers a special that they can’t find in print ads, email or online increases the perceived value from opting-in to text messaging.
Get Eyes on Your Opt-In Campaign
Having the right keywords and offers are only part of a successful mobile messaging program – people need to know about it. You need to market your program in as many different ways as possible. Let your customers know what they need to text to your short code and what they’ll get in return.
A keyword is the word that your customers will text to your short code to respond to your text messages.
- Choose a keyword that won’t be autocorrected by a phone.
- Use a keyword that is easy to remember and relevant to your offer or brand.
- Planning ahead and knowing which keywords will best match your future campaigns will allow people to associate your keywords with your brand.
Include your call to action across all media channels and touchpoints. For example,
- Signage and flyers at your retail location.
- Advertisements in local media.
- Digital marketing, such as email, website and social media sites.
Be Useful, Relevant and Present
If you want people to subscribe to your mobile marketing program, they need to know your messages will be useful, relevant to their needs and frequent enough to be both. To achieve this, make sure your program:
- Includes content such as text, pictures, slideshows, videos, audio, coupons and more.
- Is used in conjunction with other communication channels, especially email.
- Sets expectations about how often you are going to message your subscribers, and complies with the frequency you promise.
Want to learn more about how you can use mobile messaging to reach new customers and excite existing ones? Contact us to learn more about Vivial’s full suite of digital solutions that seamlessly integrate online, social, and mobile together backed by an on-demand service team.
Mobile Marketing Watch/CTIA; 2. Asurion; 3. Digital Marketing Magazine